Leeflang, Peter S.H.; Heerde, Harald J. van; Wittink, Dick - School of Management, Yale University - 2002
marketing knowledge. We illustrate this by discussing different extensions of the SCAN*PRO model. The purpose of published model … extensions is to increase the knowledge about "how promotions work" and to provide support for more complex decisions. We … summarize the generated knowledge about how promotions work, based on this process. …